Dell EMC's Canadian Customer Summit 2017

Annual User Conference


This annual multi-day event in downtown Toronto brings together IT decision makers across Canada for Dell EMC strategy insight and networking. It was attended by over 300 clients and over 100 Dell EMC employees. Over 200 companies were represented, including commercial and public customers, channel partners, sponsors, and partners. I rose to the challenge of creating an innovative event to bring customers back year after year.

Format: Multi-day Conference 

Cities: Toronto

Size: 500

Lisa's Expertise and Responsibilities: 

  • Audio Visual Management

  • Exhibit and Sponsor Management

  • Agenda Management

  • Evening Event and Entertainment


  • 85% would attend the following year

  • 599,067 reach on Twitter after Day 1

  • Customer feedback included "4th year of attending this event, and it keeps showing it's own transformation"; "Unforgettable with tons of WOW"


Event Details

Audio Visual Management

Working with our AV vendor, I secured all audio, lightning, and visual tech needs for the conference. All equipment was tested to guarantee the technical production experience functioned seamlessly throughout the event. I was able to work with my AV provider to keep the event under budget without sacrificing quality.

Exhibit and Sponsor Management

After creating sponsorship packages which presented levels and benefits, I created innovative pop-up booths that allowed sponsors to be featured at ‘Experience Stations’. A sponsor, VMware, purchased a ‘station’ that was a very popular cafe with branded latte art. I managed over 8 sponsors to ensure deadlines were met with a flawless execution on-site and full realization of benefits.

Agenda Management

This event required multi room management between the main room, breakout sessions, executive meetings and ancillary events. Working with the hotel, I made sure the BEOs contained all the necessary equipment and appropriate room set ups. I rose to the challenge of working with agendas and speakers that were in flux and making sure all assets were up to date. On-site, I managed all rooms and speakers over the 2 days.

Evening Event and Entertainment

The evening event was the talk of the conference with elements of surprise and delight woven throughout. Knowing the audience and popularity of the Toronto Blue Jays baseball team, we enjoyed the baseball game in the Luxury Summit Suite with dinner, drinks and networking. I secured talent with former Toronto Blue Jays players in attendance for autograph and photo opportunities. It was our most popular evening event to date for Dell EMC!


Created by Lisa Henry

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